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刘恋携手光影小天舱T30，打造「氛围感阳台」潮流，好太太营销新范式

家居百科
2026-03-11 19:11

Reimagining the Home Space: The Rise of the Aesthetic Balcony Reimagining the Home Space: The Rise of the Aesthetic Balcony

Today, the definition of home is being redefined by young people. The living room has become a cozy corner for watching TV and relaxing, the bedroom a sanctuary for post-reading rest, and the balcony, once confined to the function of drying laundry, is gradually transforming into a therapeutic space for morning yoga, a sunny room for afternoon coffee, and a secluded corner for late-night solitude. This shift from functional satisfaction to emotional resonance has become the core thread in contemporary home consumption.

This demands that brands move beyond traditional parameter narratives and转向 scene-based value communication. Haotaitai precisely captures this trend with its 'Little Sky Cabin' light and shadow series T30, collaborating with Liu Nian, and implementing an integrated approach of "star联动+member operation+全域seeding", successfully planting the awareness of the new category of 'aesthetic balcony' in the minds of young users. During the event, topics on Weibo, Douyin, and Xiaohongshu were collectively exposed to 18.94 million times, with the topics #HaotaitaiLianJiaLifeAmbassadorLiuNian# and #EveryoneLianJiaShowYourAestheticAtmosphere# exceeding 700,000 reads. Influencer content and user-generated content resonate with each other, delivering a shining performance for Haotaitai's spring renewal campaign.

Haotaitai X Liu Nian Collaboration Breaks the Circle

Igniting the Spring Renewal Season with Emotional Value

The "2025 Douyin Home Appliance Industry Trend Forecast Guide" shows that people's focus in home consumption is shifting from the basic functions of hard and soft decorations to spiritual needs such as emotional therapy, interest placement, and personal expression, and they are more willing to pay for "emotional value". Haotaitai precisely meets this trend with its triple联动 of "star联动+product innovation+member operation", achieving product breakthrough and sales突围.

Liu Nian, with her versatile image, is deeply loved by young groups due to her delicate grasp and control of the quality of life. Her appreciation and mastery of life aesthetics resonate highly with Haotaitai's core proposition of "reconstructing the emotional value of the balcony." Based on this, Haotaitai officially appointed Liu Nian as the LianJia Life Ambassador and T30 new product recommendation officer, launching a full-cycle联动 of "official endorsement, pre-sale promotion, and live broadcast implementation", relying on Liu Nian's delicate perception of life aesthetics and the influence on young groups to trigger user discussion.

On social platforms, Liu Nian's personal account and studio work in unison, through multi-round promotion on Weibo official account and Taobao Super Member Day IP exclusive mouth broadcast video, spread the pre-sale of light and shadow small sky cabin T30 across the entire domain, with Weibo cumulative reading volume exceeding 1 million, and the total of likes, comments, and shares exceeding 50,000; On March 3, Liu Nian personally appeared in the Haotaitai Taobao official live room, themed on "National LianJia Day", carrying out immersive interaction, deeply analyzing the selling points of the new product, creating a scenario-based experience, and releasing exclusive benefits for fans, achieving efficient conversion of traffic to sales, and fully expanding the market influence of light and shadow small sky cabin T30.

Haotaitai and Liu Nian Collaboration Image

As a leader in the intelligent home industry, Haotaitai has always been committed to continuous exploration and breakthroughs in technology and aesthetics, bringing better products to consumers. The Little Sky Cabin light and shadow series T30 is positioned as "industry-first colorful atmosphere light intelligent clothes dryer," precisely responding to the emotional expectations of young users for the balcony scene. Its core carries the "multi-mode spectrum system," equipped with a 42.5-inch full-screen main light, breaking the traditional limitation of white light for clothes dryers, providing four switchable atmosphere light modes: clear sky, sunset, tipsy, and aurora, allowing the balcony to evolve from a single drying space to a mood corner that can be freely defined. The product adopts an integral wing seamless design, perfectly fitting the ceiling when retracted, balancing aesthetics and space utilization; at the same time, it has practical functions such as strong bearing capacity, multi-bar partition drying, and sliding blanket rod, meeting the dual expectations of young users for functionality and emotional value.

Haotaitai Little Sky Cabin Series T30 Image

With the construction of a member system, Haotaitai has achieved an effectiveness leap from traffic acquisition to user retention. In the preheating period, the core action is "1 yuan exclusive reservation," quickly attracting high-intentioned users to join, laying a precise population foundation for subsequent conversion; in the pre-sale period, member-only prices and differentiated rights and interests systems are set, effectively improving order conversion rate with layered incentives while strengthening the deep connection between the brand and core users. During the continuous operation period, through member challenge programs, purchase coupons, half-price purchases, and full-reduction sweepstakes, a gradient interactive mechanism continuously activates member activity and repurchase willingness. In conjunction with Xiaohongshu live ticket sweepstakes, group buying, and old user referral incentives, etc., the social play leverages members as the core node to mobilize circle propagation, achieving user self-growth and brand sound volume amplification. Through this full-chain refined operation system, it effectively achieves from interest users to brand members, successfully converting short-term traffic into long-term user assets, laying a foundation for the long-term growth of new products.

Haotaitai New Product Domain Layout

Unlocking the Breakout Password of the Balcony Therapeutic Hot Product

In the fast-paced and high-pressure urban life, the expectations of young people for home are quietly changing. They are no longer satisfied with the balcony only bearing the function of drying laundry, but渴望 this corner to become a "therapeutic space" for relaxing the body and mind, and placing emotions. It is precisely capturing this deep demand that Haotaitai takes "aesthetic balcony" as the core proposition, and through multi-dimensional content seeding, transforms product value into a life scene that users can perceive.

Haotaitai collaborates with home influencers in various fields such as Xiaohongshu and Douyin, and around realistic life topics such as "the therapeutic corner after work" and "home atmosphere on weekends," to carry out scenario-based co-creation. Influencers present the T30 multi-mode spectrum system in different light environments through real-time video and pictures, depicting the light and shadow changes from daily lighting clear white light to sunset, tipsy, and other atmosphere modes, allowing the "drying and therapeutic" balcony scene to jump off the screen. Real user experiences trigger emotional resonance, effectively stimulating the attention and discussion of interested users.

Haotaitai Balcony Therapeutic Hot Product Image

For the purpose of承接outbound seeding traffic, Haotaitai also builds an in-bound influencer live matrix covering the full cycle of pre-sale, outbreak, and continuation, continuously heating transformation with multi-angle product highlights. In terms of引流, Haotaitai locks in target groups through CID advertising on the outbound, covering family scene media such as TV Taobao, and simultaneously placing large screen advertisements for T30 in high-end business districts in first and second-tier cities, realizing multi-dimensional penetration online and offline. On the inbound side, Haotaitai fully utilizes AliMama paid promotion, special show resources, and brand area, building a complete path from exposure to conversion. During the event, the pre-sale of T30 new products ranked in the top 4 in the Taobao intelligent clothes dryer category, and the new product debut entered the top sales list of home improvement materials industry.

Haotaitai New Product Domain Layout Image

Receiving the full domain traffic, Liu Nian dropped into the Haotaitai Taobao official live room, themed on "National LianJia Day," breaking the traditional e-commerce model, naturally presenting the product by integrating it into real life scenarios. Liu Nian spontaneously sang her representative works on the spot, conveying the emotional atmosphere advocated by the brand through musical language; a special fan group activity allowed lucky users to move from behind the screen to the lens, realizing real interaction. This live broadcast attracted 159,000 people online, through the deep integration of scenario-based content, celebrity performance, and user participation, this live broadcast not only improved the viewing experience but also allowed Haotaitai's "aesthetic balcony" concept to touch users in a more resonant way, closing the circle of the product's full-domain layout and effect synergy.

Haotaitai and Liu Nian Live Broadcast Image

Conclusion

Looking back at Haotaitai's 38th renewal season marketing practice, it is not difficult to find that it has explored a new path for the intelligent home industry: when functional parameters are no longer the only criterion for consumer decision-making, home brands need to shift from "selling products" to "selling life." Haotaitai matches the star effect and emotional value precisely to establish user trust, and through the collaborative synergy of all-domain content seeding and accurate traffic guidance, achieves the double打通 of sound volume and conversion. Finally, through member full-chain operation, it achieves the precipitation of short-term traffic into long-term user assets. The three links progress step by step, completing the marketing closed loop of the product's breakthrough from 0 to 1.

Haotaitai takes the concrete scenario of "aesthetic balcony" and transforms the emotional expectations of users into perceptible product value. With this small space of the balcony, it triggers young people's great imagination for ideal life. It can be foreseen that as the demand of the young group for home emotional value continues to deepen, scenario-based storytelling will become the core language of brand communication. Haotaitai will continue to focus on the life needs of young users and continue to drive "functional innovation + emotional connection," continuously expanding the category boundaries of intelligent clothes dryers, and leading the industry from single functional competition to the new future of emotional value co-creation.